• Embrace Opportunities for Edutainment. TikTok’s short-form video format isn’t just addictive—it offers brands a unique opportunity to educate consumers about their products. Additionally, teaming up with TikTok beauty and fashion experts, à la The Inkey List, can help brands build credibility and win over potential skeptics.

Key insights

• Influencer marketing is larger than ever, but it has also transitioned from primarily an awareness tool to a crucial driver for conversion, requiring fashion brands to adopt more sophisticated, ROI-focused strategies.


• To counter growing consumer resistance to overt advertising, brands are diversifying tactics such as incorporating more

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For brands, micro-influencers present a compelling proposition. They are often eager to collaborate, less demanding than celebrities and more accessible. This dynamic allows brands to reach highly specific audiences while maintaining manageable campaign budgets.